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Primary makes significant investment into Diversity Travel

Primary makes significant investment into Diversity Travel

Primary sells Metamark to UPM Raflatac
February 2025

Primary sells Metamark to UPM Raflatac

Primary makes significant investment into Diversity Travel

Metamark achieves Ecovadis Bronze Standard
September 2024

Metamark achieves Ecovadis Bronze Standard

Primary makes significant investment into Diversity Travel

VJ Technology wins another award for its innovative VJ iStore®
August 2024

VJ Technology wins another award for its innovative VJ iStore®

Primary makes significant investment into Diversity Travel

New CEO Appointment at Metamark drives next phase of growth
January 2024

New CEO Appointment at Metamark drives next phase of growth

Primary makes significant investment into Diversity Travel

Primary announces promotions
January 2024

Primary announces promotions

Primary makes significant investment into Diversity Travel

Metamark acquires Fleet Design
November 2023

Metamark acquires Fleet Design

Primary makes significant investment into Diversity Travel

Primary makes significant investment into Diversity Travel
September 2023

Primary makes significant investment into Diversity Travel

Primary makes significant investment into Diversity Travel

ASL Completes Seventh Acquisition
March 2023

ASL Completes Seventh Acquisition

Primary makes significant investment into Diversity Travel

Sharples Acquired by ASL Group
February 2023

Sharples Acquired by ASL Group

Primary makes significant investment into Diversity Travel

ASL Group Completes Further Acquisition
September 2022

ASL Group Completes Further Acquisition

Primary makes significant investment into Diversity Travel

Primary appoints new Chief Financial Officer
June 2022

Primary appoints new Chief Financial Officer

Primary makes significant investment into Diversity Travel

Skill and You acquires ICS Learn
March 2022

Skill and You acquires ICS Learn

Primary makes significant investment into Diversity Travel

Primary Sells Readypower to Angel Trains
January 2022

Primary Sells Readypower to Angel Trains

Primary makes significant investment into Diversity Travel

ICS Learn Acquires Acacia Learning
January 2021

ICS Learn Acquires Acacia Learning

Primary makes significant investment into Diversity Travel

Primary Announces Two Promotions for the New Year
January 2021

Primary Announces Two Promotions for the New Year

Primary makes significant investment into Diversity Travel

ICS Learn Acquires Development Processes Group
October 2020

ICS Learn Acquires Development Processes Group

Primary makes significant investment into Diversity Travel

Readypower Acquires RRV Assets of Holyrail
July 2020

Readypower Acquires RRV Assets of Holyrail

Primary makes significant investment into Diversity Travel

ASL Group Expands into the North West
February 2020

ASL Group Expands into the North West

Primary makes significant investment into Diversity Travel

Primary Backs the MBO of Foster+Freeman
August 2019

Primary Backs the MBO of Foster+Freeman

Primary makes significant investment into Diversity Travel

Primary Backed ASL Group Acquires Reprotec
July 2019

Primary Backed ASL Group Acquires Reprotec

Primary makes significant investment into Diversity Travel

Primary Backs MBO of ASL Group
June 2019

Primary Backs MBO of ASL Group

Primary makes significant investment into Diversity Travel

VJ Technology Acquires Mainline Products
May 2019

VJ Technology Acquires Mainline Products

Primary makes significant investment into Diversity Travel

New Board Appointment Drives Metamark International Expansion
November 2018

New Board Appointment Drives Metamark International Expansion

Primary makes significant investment into Diversity Travel

Primary Backs MBO of VJ Technology
June 2018

Primary Backs MBO of VJ Technology

Primary makes significant investment into Diversity Travel

Primary Backs MBO of ICS Learn
May 2018

Primary Backs MBO of ICS Learn

Primary makes significant investment into Diversity Travel

Metamark acquires Trimwel
May 2018

Metamark acquires Trimwel

Primary makes significant investment into Diversity Travel

New Acquisition for Portfolio Company Readypower
December 2017

New Acquisition for Portfolio Company Readypower

Primary makes significant investment into Diversity Travel

Primary Welcome Futurist Ray Hammond to Cliveden House
October 2017

Primary Welcome Futurist Ray Hammond to Cliveden House

Primary makes significant investment into Diversity Travel

Two New Senior Hires for Metamark
October 2017

Two New Senior Hires for Metamark

Primary makes significant investment into Diversity Travel

Primary Backs the MBO of Metamark
May 2017

Primary Backs the MBO of Metamark

Primary makes significant investment into Diversity Travel

Primary Hires new Investment Manager
May 2017

Primary Hires new Investment Manager

Primary makes significant investment into Diversity Travel

Primary Announces New Promotions
April 2017

Primary Announces New Promotions

Primary makes significant investment into Diversity Travel

Primary Awarded UK Mid-Cap Deal of the Year
April 2017

Primary Awarded UK Mid-Cap Deal of the Year

Primary makes significant investment into Diversity Travel

Primary Backs MBO of Readypower
February 2017

Primary Backs MBO of Readypower

Primary makes significant investment into Diversity Travel

Sale of Leisure Pass Nominated as UK Mid-Market Deal of the Year
January 2017

Sale of Leisure Pass Nominated as UK Mid-Market Deal of the Year

Primary makes significant investment into Diversity Travel

David Richard Promoted to Assistant Director
January 2017

David Richard Promoted to Assistant Director

Primary makes significant investment into Diversity Travel

Primary Sells Leisure Pass Group
December 2016

Primary Sells Leisure Pass Group

Primary makes significant investment into Diversity Travel

Primary Sells Pacific Direct to ADA Cosmetics
September 2015

Primary Sells Pacific Direct to ADA Cosmetics

Primary makes significant investment into Diversity Travel

Primary grows Manchester office with addition of Chris Hopwood
September 2015

Primary grows Manchester office with addition of Chris Hopwood

Primary makes significant investment into Diversity Travel

Cutty Sark Among New London Pass Attractions for Summer 2015
March 2015

Cutty Sark Among New London Pass Attractions for Summer 2015

Primary makes significant investment into Diversity Travel

Primary Announces Sale of Amtech to Trimble
November 2014

Primary Announces Sale of Amtech to Trimble

Primary makes significant investment into Diversity Travel

Primary Backs Buy-Out of GatenbySanderson
November 2014

Primary Backs Buy-Out of GatenbySanderson

Primary makes significant investment into Diversity Travel

Primary Expands Team with New Partner Appointment
September 2014

Primary Expands Team with New Partner Appointment

Primary makes significant investment into Diversity Travel

Primary Exceeds Target for Fund IV
August 2014

Primary Exceeds Target for Fund IV

Primary makes significant investment into Diversity Travel

Gothenberg City Card to Use Leisure Pass LPOS System
August 2014

Gothenberg City Card to Use Leisure Pass LPOS System

Primary makes significant investment into Diversity Travel

Primary Expands Team with Appointment of David Richard
July 2014

Primary Expands Team with Appointment of David Richard

Primary makes significant investment into Diversity Travel

Primary awarded Mid-Cap Deal of the Year for sale of Napier Turbochargers
April 2014

Primary awarded Mid-Cap Deal of the Year for sale of Napier Turbochargers

Primary makes significant investment into Diversity Travel

Leisure Pass teams up with Gourmet Society to launch expanded London Pass Dining Guide
April 2014

Leisure Pass teams up with Gourmet Society to launch expanded London Pass Dining Guide

Primary makes significant investment into Diversity Travel

Second Amtech BIM Conference another massive success
March 2014

Second Amtech BIM Conference another massive success

Primary makes significant investment into Diversity Travel

Leisure Pass Group joins up for New China Tourism Campaign
January 2014

Leisure Pass Group joins up for New China Tourism Campaign

Primary is delighted to announce that it has made a significant investment in Diversity Travel, the international travel management company servicing the humanitarian, academic, and not-for-profit communities.

Under the leadership of founders Harish Sodha, Chris Airey, Matt Truin and Sarah Burrows, Diversity Travel has established itself as one of the leading providers of travel management services in its chosen segments, supporting over 900 clients. Diversity has a comprehensive suite of technology-led services providing specialist content alongside additional tools, enabling clients to increase traveller policy compliance and fulfil their duty of care obligations. The business also uses its deep experience of academic travel to provide educational tours for student groups under the Diversity Study Trips brand.

Primary’s investment will support Diversity’s management team as they continue the strong growth momentum the business has enjoyed either side of the COVID pandemic and seek to expand its presence in the US and European markets. Primary has provided significant equity finance alongside management, with ThinCats providing debt facilities to support the buyout. 

Chris Airey, Diversity CEO, said: “We are excited to announce this investment and to partner with Primary as we embark on the next chapter of our development. We look forward to continuing to support customers and building Diversity into a truly global operator across the markets and geographies we serve.”

Alec Parkinson, Partner at Primary, commented: “Diversity provides global travel management services to some of the world’s leading humanitarian and academic organisations with a clear customer-focused service proposition and a strong track record of growth. We are thrilled to be working with Chris and the Diversity team to support the company’s next stage of growth through investment in technology, international expansion and service offering development.”

Harish Sodha, founder of Diversity, said “I am deeply proud of the organisation we have built since founding Diversity in 2008. Primary shares our vision for the business and, with their support, I look forward to seeing Diversity continue to thrive and offer a world-class service to the programmes and clients with whom we work.”

The investment into Diversity continues Primary’s strong track record of investing in high-quality B2B sector leaders. Alec Parkinson, Pete Lyons and David Richard led the investment for Primary.

 

Contact Alec Parkinson for more information

Tel: +44 (0)20 7920 4800
Email: alec@primary.pe

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